Why Read This
Applications based on Near Field Communication (NFC) technology will advance in 2010 as NFC handsets finally reach commercial availability and some pilots move to limited commercial deployment. Yet consumer product strategists seeking to introduce commercial mobile contactless payments will still struggle against an immature ecosystem, general lack of NFC-capable handsets, and competition among competing trusted service manager models to provide application personalization and provisioning. While piloting of NFC is increasing and interest in the technology's potential is clear, consumer product strategists looking to monetize NFC applications should proceed slowly through 2010, focusing market by market for wins while building the partnerships necessary to take mobile contactless payments mainstream.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Mobile Adoption, Consumer Mobility, Contactless & Mobile Payments, Credit & Debit Cards, eCommerce, Financial Services, Marketing & Strategy, Mobile Commerce (mCommerce), Mobile Services, Near Field Communication (NFC), Retail Credit, Telecommunications Services